OVERVIEW
MadHive, Inc. (“We,” “Madhive,” the “Company”) is a Delaware corporation with its principal place of business located at 225 Broadway, 11th Floor, New York, NY 10007 (United States). Madhive offers a fully integrated enterprise software platform for brands, advertisers, agencies, publishers, and technology companies to manage digital advertising campaigns (the “Platform”). We collect data from our customers and prospective customers (collectively, our “Customers”), partners and vendors pursuant to running our business (together, “Business Contacts”). We also collect data from consumers, devices, and ads in connection with the Services we provide to our Customers (“Consumers”). This Privacy Policy covers data that the Company collects, uses, shares, and retains from our Business Contacts who visit our website located at https://www.madhive.com/ (the “Website”) or in connection with using the services we provide in connection with the Platform (the “Services”), as well as the data that we collect, use, share, and retain from Consumers in connection with providing our Services. Madhive is a controller of the data we collect from our Business Contacts, as well as third-party data we collect about Consumers. We are a service provider for all other data, including but not limited to first-party data we receive from clients or data associated with a valid opt-out request. Click here for additional information for U.S. residents.
WHAT INFORMATION WE COLLECT
We collect two types of personal information via our Website, the Platform, and the Services: Identifiable personal information, and pseudonymous personal information. Identifiable personal information is information that may be used to identify an individual and includes email addresses, telephone numbers or postal addresses. Pseudonymous personal information is information that does not enable us to identify anyone but may help us recognize a particular browser or device over time. Both identifiable personal information and pseudonymous personal information are considered personal data and/or personal information in many places. We believe that maintaining the distinction between what we consider “directly identifiable” and what we consider “pseudonymous” is helpful in describing our privacy practices but recognize that some privacy laws do not distinguish between the two types of data.
When Business Contacts Visit Our Website:
When Business Contacts visit our Website, we will collect information that you directly provide us. This information may include:
● your first and last name
● email address
● phone number
● resume (e.g., from job applicants)
We may collect this information when you create an account with the Company; communicate with the Company via e-mail, the Company’s Contact page, or any other method; or when you provide us with information in connection with seeking employment with the Company. We generally use this information only for the reason it was provided. However, we may also utilize information you provide through the Company’s Contact page to deliver to you Madhive marketing materials or serve you with Madhive ads.
We also automatically collect information when you visit our Website. This information may include:
● IP address
● mobile device ID
● browser type and language
● access times
● pages visited
● referring website addresses
We use this information to help us maintain the Website, to ensure the security of the Website, and to help us better understand who is visiting the Website.
Cookies and other Tracking Technologies – Ad Choices: Madhive uses cookies or similar technologies to analyze trends, administer the Website, and track users’ movements around the Website. Users can control the use of cookies at the individual browser level. For more information about cookies, please visit: http://www.allaboutcookies.org/cookies/.
For more information about how to opt-out of the Madhive Platform and Services, please scroll down to the “Your Choices” section.
In Connection with the Platform and Services We Provide: We collect information about Consumers in connection with the Services we provide to our Customers. This information includes:
● IP addresses
● Hashed Emails
● device IDs (e.g. mobile device IDs, CTV device IDs)
● user agent strings
● interest information stored and/or used on the Platform by partners and Customers
● information regarding a Consumer’s interaction with a Customer’s digital properties
● Information regarding a Consumer’s visit to a physical commercial property
● Precise geolocation information from third-party data providers
We may generate inferences based on the non-sensitive information we receive, which we use to enhance the Services we provide to our Customers.
We receive this information in several ways, including the following:
● Third-Party Data Providers: We receive IP addresses, device IDs, aggregated segment data, precise location data, and household data from third-party data providers.
● Advertiser Customers: We may receive information, such as IP addresses, directly from our advertiser Customers or their agents. This information is often collected directly from our Customers’ websites, mobile applications and other digital properties. Often, it is collected with pixels that place our cookies onto a desktop which enables us to find visitors to Customer websites as they visit other websites. Advertiser Customers and their agents may collect this information themselves, which we store as ad targeting profiles and use on their behalf.
● Media Supply Sources: The sources of Bid Request Data and Performance Data/Impression Data are media supply sources, such as publishers (i.e. organizations who operate digital properties) and supply side platforms (organizations who display ads on publisher’s digital properties.
○ Bid Requests: We receive certain pseudonymous information from media supply sources in the form of bid requests. Bid requests are sets of information that describe an ad space that is available to be filled. Our Platform is designed to help manage this process in order to help our Customers run their campaigns. We get these requests from the “supply” side of the advertising ecosystem, meaning websites, apps, smart TVs, and others, as well as their agents. We may receive IP addresses and device IDs, as well as information about the advertiser and ad space, through the bid request.
○ Performance Data: We may also receive performance data from publishers regarding the advertisements that are shown on their digital properties. In connection with that performance data, we may receive certain user information, including user agent strings, device IDs, mobile device advertising identifiers, and IP addresses. Purveyors of connected tv devices and apps can send us information about the video content viewed on the device or app.
● Cookies and Pixels: Cookies and web pixels, which may be placed on our Website or on our partners’ websites, allow us to recognize web browsers across sites and over time, and to understand how users interact with our or our Customers’ digital properties. We receive certain types of information, such as IP addresses, device IDs, mobile device advertising identifiers, or user agent strings from these cookies or pixels. When we collect information for the purpose of the delivery of personalized ads, it may lead to profiling.
● Mobile Software Development Kits (“SDKs”): Mobile SDKs contain code that some of our partners place on their mobile apps. This enables our partners to send us data about the mobile app in association with the mobile device ID, including precise location data.
PURPOSES OF PROCESSING
We use the information we collect from or about Consumers to provide our Services, including:
· Audience Targeting and Ad Decisioning. To evaluate bid requests in real time and determine whether and at what price to bid on an ad impression.
· Campaign Optimization. To analyze ad delivery data, click-through rates, view-through rates, and other engagement signals to improve the performance and efficiency of advertising campaigns on behalf of our Customers.
· Conversion Measurement and Attribution. To determine whether a Consumer took a defined action (such as making a purchase, completing a registration, or visiting a website) following exposure to an advertisement, and to attribute that action to a particular campaign, ad creative, publisher, or channel.
· Cross-Device Linking. To associate a Consumer's activity across multiple devices, browsers, or environments (including CTV, mobile, and desktop) using deterministic or probabilistic identity resolution techniques, in order to deliver coordinated advertising and measure reach.
· Audience Modeling and Look-Alike Segmentation. To build statistical models that identify Consumers with characteristics or behaviors similar to a defined seed audience, for the purpose of expanding campaign reach.
· Brand Safety and Fraud Prevention. To analyze the context and quality of ad inventory, detect invalid traffic, bot activity, and ad fraud, and ensure that advertisements are not served in environments that are inconsistent with Customer’s brand guidelines.
· Reporting and Analytics. To generate reports on campaign delivery, reach, audience composition, and performance metrics, which are provided to Customers.
· Security and Integrity. To detect, investigate, and prevent fraudulent transactions, unauthorized access, and other activities that may violate our terms of service or applicable law.
PROVIDING YOUR PERSONAL DATA TO OTHERS
We may share your personal data with third parties in the ways described in this Privacy Notice:
Madhive Individuals and Third-Party Advisors: Madhive officers, directors, employees, and agents may be given access to your personal data insofar as reasonably necessary for the purposes set out in this Privacy Policy. We may disclose your personal data to our third-party professional advisers insofar as reasonably necessary for the purposes of managing risks, obtaining professional advice, or the establishment, exercise or defense of legal claims, whether in court proceedings, ADR, or in an administrative or out-of-court procedure.
Acquiring Company or Companies: If the ownership of the Company or an affiliate or their respective assets changes as a result of a merger, acquisition, sale of assets, or in the unlikely event of a bankruptcy, information may be transferred to another company. The acquiring companies may only use information in accordance with this Privacy Policy.
Vendors, Contractors and Service Providers: Madhive does not rent, sell or share identifiable personal information with non-affiliated third parties without consent. The company may, however, share this data with trusted third-party service providers and contractors who provide certain services for us The services provided by these third-party service providers and contractors include: (a) cloud computer, data storage and file storage providers, (b) email marketing providers, (c) website and b2b sales analytics providers, (d) customer relationship management, contact database vendors, data hygiene vendors, survey vendors and project management software providers, (e) customer billing systems vendors, (f) login authentication providers to ensure that the logins to our systems are working efficiently, (g) outsourced computer programmers helping ensure our systems are operating properly, (h) auditing, debugging and security vendors, (i) subcontractors that detect and prevent fake traffic and/or fraud and (j) vendors that otherwise help us deliver our Services. These agents work on our behalf and use data only as directed by us under written agreements which outline how they may use such data and require that such third party agents provide at least the same level of privacy protection as we do.
Customers: Madhive may also provide data about Consumers from our Platform to our Customers in connection with providing them with our Services and products. We may provide Customers with: a) certain pseudonymous identifiers regarding their campaigns to enable those Customers to conduct their own measurement or attribution related to the performance of their ads, (b) pixel data; (iii) bid request data; (iv) performance data; (v) and certain third party data. Our sharing of this data may constitute of sale of personal information in some states. Madhive may also share aggregate data with our Customers about their campaigns.
Courts and Other Third Parties in Response to Legal Requests: Madhive may disclose information if the information is necessary to respond to lawful governmental requests or legal process (for example, a court order, search warrant, or subpoena);
Law Enforcement and Third Party Partners: Madhive may disclose information that is relevant to a crime that has been or is being committed; if an emergency exists that poses a threat to your safety or the safety of another person; or it is necessary to protect the rights or property of the Company or the Company’s employees.
DATA RETENTION
The Company maintains certain data retention policies and procedures, which are designed to help ensure that we comply with our legal obligations in relation to the retention and deletion of personal information. Personal information that we process shall not be kept for longer than is necessary for the purpose for which it was collected. We may retain your personal information where such retention is necessary for compliance with a legal obligation to which we are subject, or in order to protect your vital interests or the vital interests of another natural person.
SECURITY
The Company takes security of your data seriously and has implemented and maintains reasonable technological, physical, administrative, and electronic safeguards, to prevent unauthorized access to, loss, misuse, or alteration of the information collected through our website, your interactions with us, or through our Services.
YOUR CHOICES
Email Opt-Out: If you do not wish to receive emails about special offers and other promotions from us, click the unsubscribe link located in our emails.
Opt-Out of Sale/Sharing, Targeted Advertising, and Profiling via the Platform: To opt out of sale/sharing, targeted adverting, and profiling via the Platform, please click here. By opting out via this method, Madhive will attempt to collect the IP address of the computer or device that you are currently using and add it to our suppression list. Please note that you may need to renew your choice if you use a different computer or device, or if you connect to the Internet via a different IP address.
Opt out of the Sale/Sharing of Information collected when you visit our Website: We may use the pseudonymous information collected on this Website to target ads on other digital properties. This practice is sometimes called interest-based advertising. You may also opt-out from Madhive’s sale or sharing of this information via the OneTrust cookie settings icon. For more information and to understand the choices available to you, please visit https://youradchoices.com/control. You may control the use of cookies via your browser settings.
Opt-Out from our direct marketing: If you do not wish to receive other marketing materials from us please provide us with your exact name and address and advise us that you wish to opt-out for information sharing or receiving information from us or both as the case may be. Please note that de-identified and aggregate data may still be shared, but it will not be identified or identifiable to you. Please direct your opt-out request to the following contacts:
MadHive, Inc. 225 Broadway, 11th Floor New York, NY 10007 (United States) Attention: Privacy Officer (compliance@Madhive.com)
PRIVACY OF CHILDREN
We recognize the importance of children’s safety and privacy. Our Website, Platform and our Services are not designed to attract children and are not intended for use by any children under the age of 18. We do not request or knowingly collect any personal information from children under the age of 18. To the extent permitted by applicable legislation, we decline any responsibility regarding any activities that may be collected by children without the permission of their parents or legal guardians. If you have any reason to believe that we have any information from or about a child under 18, please contact us at compliance@Madhive.com.
CHANGES TO OUR POLICIES
We may revise this Privacy Policy at any time. However, if we make material changes, we will provide you notice of the changes by email or a banner on our Website.
CONTACT US
You may contact us regarding privacy. Email: compliance@madhive.com
Postal Address: MadHive, Inc. 225 Broadway, 11th Floor, New York, NY 10007 (United States) Attention: Privacy Officer
Data Protection Officer
dpo@madhive.com
Postal Address: MadHive, Inc. 225 Broadway, 11th Floor, New York, NY 10007
